The premise: Okay, we'll admit it, old people know how to use computers now; but, they still don't know how to fully utilize the awesome power of web 2.0, right?* And they want to share pictures of their grandkids with each other, but can't send large files through emails or use Flickr, like a normal web denizen. So, what should they do?

First, you surf onto this cool microsite. (Don't worry, you don't have to get in the ocean!) Then you try not to be bewildered by all the moving pictures. Take a deep breath and a sip of prune juice. Are you calm now? Good, because it's time to move on. Now click on one of the moving dealios. Don't be distracted by the boxes that flash on the screen or the sounds that are coming out of your computer as this is all normal. Next, click the "browse" buttun and select a picture from your hard drive. Use the slider and rotational toggles to line up the picture perfectly in the viewfinder. Click "continue" if you have not yet given up. I know Matlock is on soon, but we're almost done!

Now, type in a name and a city in the empty field boxes. Press "continue" and watch a commercial that doesn't really explain anything over and over again until your custom video is ready. Feel free to call a friend and talk about the good old days—you've got a minute. Maybe time for more prune juice? You don't want anymore? Okay: You're an adult and nobody's going to force you to drink your prune juice, least of all me, so can we just move on?

When the video is ready, it will automatically play, but you're not done yet! Now you have to save it and share it, so fill out all the fields in the next screen. Continue and, voilà, you're asked to save a Memeoshare install file on your desktop! Now you have to install Memeo Share, but don't worry, it's easy!

And there's so much more. Dead yet? I don't blame Woo Agency for this incredibly belabored process that is, according to the PR, targeted at old people. In fact, the story of the company is nicely mirrored by the story told in the advertising: Ass-backwards and unnecessarily complicated. (Unlike most software apps, which are increasingly moving onto the web, Memeo is taking a software app that already lives comfortably on the web and selling a console-based program for it.) The campaign's detractors would be that it forces you to watch a really antiseptic Memeo Share commercial and that it tricks you into actually downloading the software if you want to share your video. Also, fun with faces, as discussed on this blog ad nauseam, is lame.

However, I have to give props to Ralph Lagnado of Woo Agency for his mini-marketing campaign to get this effort talked about: He created a sample video with the face of yours truly and sent it to me. Kudos. Check it.

*You wouldn't either if you didn't think it would, in some way, help you get some. You know what I'm talking about.